Reborn in Brazil

Turning old packaging into samba instruments at the Brazilian carnaval

Sol de Janeiro is a $650MM American beauty brand inspired by the Rio de Janeiro energy.

In 2023 we updated our look, but we were left with hundreds of pounds of packaging with our old logo on it.

To turn this challenge into an opportunity to reinforce our Brazilian heritage, we decided to recycle the old packaging and give it new life as recycled plastic samba instruments. We partnered with Mangueira, the most traditional samba school in Brazil, to perform with the instruments at the biggest party in the World: Rio's Carnaval.

The campaign prevented 500 pounds of plastic from ending up in the ocean and was widely covered by Brazilian media, reaching 90,000 people at the event and 10 million more on TV. We connected our customers to Brazilian culture uniquely and memorably, strengthening Sol de Janeiro's brand presence in Brazil.